Rimmel London’s new “Edge Your Look” campaign aims to reach Millennials & Gen Z with its “edgy, diverse” message of individuality and self-expression. To “embrace [the] uniqueness” of their customers and lean into co-creation, fans are being encouraged to post pictures of themselves framing their face with their hands (the brand’s “new visual signature”) with the hashtag #EdgeYourLook. A slew of influencers and ambassadors are promoting the campaign, including (following an industry trend) male teen beauty blogger Lewys Ball. (DSN)
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